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Apparel & merch · Lebanon · Early stage

Sircle

A graphic designer with one character, two batches of unsold hoodies and no idea what to do with either. We built the world around the character, then the business around the world.

← All work
Two people in Sircle hoodies sitting on outdoor steps

Where they were

A character, a box of hoodies, and no way to sell either.

  • A drawn character with real charm and no personality, no story and no world to live in.
  • T-shirts, hoodies and merchandise already printed, and a second batch of hoodies ordered before we started. None of it moving.
  • No positioning, no idea how to think about the brand, and no way to turn one drawing into ongoing content.

The idea was there. Sircle was meant to be a universe, and the character its lead. What was missing was everything that turns an idea into a brand people follow and buy from.

What we did

Built the character, the world and the business, from scratch

Hours of workshops together, then two tracks in parallel: the brand the character would carry online, and the sales machine to clear the inventory.

Marketing

  • Gave the character a personality, a voice and a point of view
  • Gave Sircle, the world itself, a direction and a vision: relatable, easy to get, unmistakably Arab
  • A content calendar, the topics, and a framework for generating new ones without us
  • A social media strategy built around the character's personal brand
  • A brief for the shoot she'd need before putting the merch out publicly

Sales

  • A go-to-market strategy for the old inventory and the new batch together
  • Pricing reworked, and bundles created to move stock faster
  • A Shopify store built and set up to sell
  • A plan to clear what was sitting in boxes before the next drop

Growth

  • The long game: a character built to outgrow merch, the way the ones you grew up with did
  • A framework for expanding the universe: new places, new versions, same character
  • A brand that could be licensed, collaborated with and extended, not just printed

How it went

Four stages, from a drawing to a brand

  1. 1

    Workshops

    Hours together, on the concept, the character and what she actually wanted Sircle to be.

  2. 2

    The character

    Personality, voice, world and direction. Then the content system so it could keep talking.

  3. 3

    The business

    Pricing, bundles, the Shopify store and the go-to-market plan for both batches of inventory.

  4. 4

    Handover

    Everything documented, a shoot brief in hand, and a calendar to start posting against.

What she left with

A brand she can run, and a character that can carry it

What changed

  • The brand has a direction, and every post comes from it
  • Merch is priced, bundled and sold from a store built to convert
  • The founder knows what to make next, and why

What it was built for

  • A character people follow for the character, not the hoodie
  • New product lines under the same universe
  • Collaborations and licensing once the audience is there

Where they are now

Posting consistently, and people are noticing

This is a young brand, so the numbers are still being written. The direction is already visible.

  • Consistent content The character posts on schedule, in its own voice, from the calendar and framework we built together.
  • Real traction A completely different social media strategy, and an audience that is growing with it.
  • A clear plan Pricing, bundles, content, positioning: none of it is a question mark anymore.
  • New products, same world The universe is expanding past hoodies, with new lines built around the same character.

Next project

Quick-service restaurant, Montreal →

Or find out what we’d see in your business. Ten days, $500, fully refundable.

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